A Study On The Influencing Factors Of Mobile Bank 's Intention Of Use

Mobile banking is a new generation of electronic banking services,which based on mobile network and mobile device.In recent years, with the continuous development of mobile technology and the rapid popularity of smartphones, the business opportunities in the mobile banking market are becoming more and more attractive for banks.It’s necessary to know the users’demands for mobile banking for banks to gain market share.So,the study of this paper has a certain value in the theoretical or practical field.In this paper,the writer remained the the key factors in the TPB and TAM,and integrated two variables(Perceived Risk&Perceived Technology Stability) into the research model.The questionnaire survey was conducted among the undergraduate,graduate,ordinary white-collars,managers and the civil servants in Nanjing.Scientific statistical analysis was carried out on the questionnaire data with the SPSS20and AMOS20.The results show that the positive influence of perceived usefulness is the most obvious,directly affect the attitude and intention to use; To a large extent,perceived technology stability affect the users’attitude; Perceived risks directly affect the intention to use, higher the perceived risk is, lower the intention is; the perceived ease of use doesn’t affect users’attitude; Perceived behavioral control and subjective norm have a positive impact on the intention to use.The results of this study provides the reference basis for banks to promote their mobile financial services.The banks will need to cater to the demands for mobile banking services of the majority of users,if they want to effectively promote their mobile financial services.Also,they need to integrate more functions into the mobile banking, improve the technology stability and increase security of mobile banking.